THE STRUCTURING OF THE CURRENT PROJECT IMAGE USING INNOVATIVE MEANS OF SHAPING BASED ON THE ROCK CULTURE IN CONDITIONS OF MODERN FASHION INDUSTRY

Purpose. The main goal of this research is to deploy the vector of “consumer” attitude of the population towards the environment towards rational use of natural resources, and to determine the expediency of replacing natural material with artificial material taking into account the aesthetic and ergonomic properties of raw materials. In addition, the work determines the way to disseminate and implement calls for the relevance of the use of artificial materials in the design of clothing as a product of the fashion industry. The research methodology consists in the application of systematization, classification and grouping of materials at various design stages. The literary analytical and associative method was used as a basis for the methodological principles of creating a fashion image. Scientific novelty. The significance of the work is determined by the provision to a potential consumer a multifunctional wardrobe using artificial materials, in the context of conservation of natural resources. This task is solved with the application and integration of the issues under consideration with figurative and style elements based on the rock style for introduction into the mass consumption segment. Conclusions. In the course of the work, the relevance of the selected topic and its social significance for developing an actual design image in the modern fashion industry was established and argued. Having analyzed the problem, it was decided to draw attention to it through the youth, which quickly reacts to changes in society. Therefore, the research justifies that the theme of the eco-views can be demonstrated through the rock image in the costume design. Despite the fact that the rock style involves the use of a large amount of natural leather, which disagrees with the eco direction, it was decided to replace it with artificial material, thus urging the society to stop the killing of animals and to make the transition to alternative materials.